Marketing Services Case Studies

Alton Towers Tickets

THE BRIEF
Not content with sending two million people on holiday every summer, The Sun also teams up annually with leading theme park and attractions operator, Merlin Entertainments, to give readers free tickets to Alton Towers. This has the double advantage of boosting The Sun’s circulation, while ramping up the theme park’s visitor numbers on days with spare capacity. It’s a win-win situation, but a logistical challenge. Logistics are GFM’s speciality.

GFM CREATED…
… a solid infrastructure that covered every aspect of the Free Alton Towers Tickets with The Sun promotion, including:

• the mechanics for application forms and tokens.
• a robust data processing system for matching date requests and allocating over 200,000 pairs of tickets
• fulfilment and mailing services for tickets
• a call centre for handling reader enquiries

GFM DELIVERED…
… over 200,000 pairs of tickets to the right people at the right time. No drama, no fuss – leaving the excitement in the capable hands of Alton Towers.

THE RESULT
Increased sales for The Sun newspaper and a great day out for loads of readers.  Steven Verna, Head of Partnerships and Promotions for The Sun, says: “[The campaign’s success] …demonstrates the comprehensive range of fulfilment services offered by GFM.”

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 	Marketing Services Case Studies